Dr Nima Heirati is a Senior Lecturer (Associate Professor) in Marketing at Surrey Business School, University of Surrey. Previously, he held an academic appointment at Queen Mary University of London and Newcastle University Business School. He has a BSc in Mechanical Engineering and an MBA in Business Administration. He obtained his PhD in Strategic Marketing from the University of Tasmania. Before joining academia, Dr Heirati held senior positions as the marketing manager and business development manager at several Middle-Eastern manufacturing firms.
His research relates predominantly to the field of Innovation Strategy, Service Marketing, and Business Relationships with the special focus on the challenges involved in business relationships (B2B), service infusion strategies (B2B), and the dark side of customer participation (B2C). His work has been published in the Journal of Service Research, Industrial Marketing Management, Journal of Business Research, Asia Pacific Journal of Management, Journal of Business and Industrial Marketing, and Journal of Retailing and Consumer Services. He is on the Editorial Board of Industrial Marketing Management, Service Business, and Australasian Marketing Journal. Nima has taught and teaches courses in Marketing Strategy, Services Marketing, Digital Marketing, and International Marketing on Bachelor and Master levels and Research Method on the PhD Level.
Areas of specialism
Service Marketing and Consumer Research
- Customer experience with smart products/services
- Customer participation (value co-creation)
- Digital marketing
- Service innovation
- Service infusion (or Servitization)
- Business model innovation
- Digitalization strategy
- Collaborative innovation (new product/service development)
- Key account management
I welcome outstanding prospective PhD students who would like to work on areas of research that align with my research interests. For an informal conversation, please send your resume and a research proposal (3000 words excluding references) that outlines the research idea & rationale, research objectives, theoretical contributions, methods, and possible data sources) to firstname.lastname@example.org.
Postgraduate research supervision
I welcome outstanding prospective PhD students who would like to work on areas of research that align with my research interests (please see the research tab for my areas of interest). For an informal conversation, please send your resume and a research proposal (3000 words excluding references) that outlines the research idea & rationale, research objectives, theoretical contributions, methods, and possible data sources) to email@example.com.
Current Doctoral Students
Yumeng Zhang (Queen Mary University of London, England, 2017 – Ongoing). Topic: Dark side effect contagion in business relationships.
PhD Supervision Completions
- Dr Julija Dzenkovska (Newcastle University, England, 2014 – 2019). Topic: Customer experience quality.
- Dr Mohammad Ali Bahreini (Tehran University, Iran, 2016 – 2018). Topic: Business relationships between technology-intensive new ventures and incumbents.
- Dr Vida Siahtiri (University of Tasmania, Australia, 2012-2014). Topic: Service solution provision in PSFs.
- UG: Marketing Strategy, Marketing in the Digital Environment
- PG: Services and Relationship Marketing
- PhD Workshop: Analysis of Complex Models - Application of Structural Equation Modelling
Business relationships are often a source of benefits for firms, but they can tip and unleash detrimental effects that diminish or even destroy relationship performance. Although prior studies on dark-side effects in business relationships have advanced the understanding of the phenomenon, they mainly relied on a dyadic perspective exploring single buyer–seller relationships. Yet business relationships are often parts of wider relationship portfolios and networks, and the characteristics of one relationship may have implications for other relationships. This article advances knowledge on the dark side of business relationships by introducing the concept of dark-side-effect contagion, which relies on the idea that dark-side effects can spread between business relationships. We develop a multi-level framework that accounts for inter-organizational, inter-personal, and intra-personal aspects of dark-side-effect contagion. This article contributes to the literature by extending the concept of dark-side effects in business relationships, thereby opening new lines of inquiry.
Heirati N, Henneberg S, Leischnig A. (2019) Financial performance of service infusion: Equifinal constellations of organisational design, product characteristics, and service infusion approaches, In: Spring Servitization Conference, Linköping (Sweden).
Y Zhang, Henneberg S, Heirati N, Leischnig A. (2019) Dark side effect contagion, In: EMAC 48th Annual Conference, Hamburg (Germany).
Dzenkovska, J, Lemke, F, Schoefer, K, Heirati, N. (2017) Customer Experience Quality: Boundaries, Measurement and Management. In: Frontiers in Service, New York (US).
Dzenkovska, J, Lemke, F, Schoefer, K, Heirati, N. (2017) Customer Experience Quality: Quo Vadis?. In: International Colloquium on Relationship Marketing (ICRM), Munich (Germany).
Schoefer, K, Wappling, A, Heirati, N. (2016) The Effect of Cultural Differences on Behavioural Responses to Dissatisfactory Service Experiences. In: The Royal Bank International Research Conference, Wuxi (China).
Dzenkovska J, Lemke F, Schoefer K, Heirati N. (2016) Customer Experience Quality: A Preliminary Inquiry Using the Repertory Grid Technique. In: International Colloquium in Relationship Marketing, Toulouse (France).
Dzenkovska J, Heirati N, Schoefer K, Lemke F. (2016) Shaping Customer Experience through the Service, Communication, and Usage Encounters. In: Academy of Marketing Annual Conference, Newcastle upon Tyne (UK).
Heirati N, O’Cass A, Siahtiri V. (2015) Managing distal searches diminishing returns to service solution provision competence. In: Australian & New Zealand Marketing Academy Conference (ANZMAC), Australia.
Heirati N., O’Cass A, Siahtiri, V. (2015) Investigating the effects of service supply chain collaboration in professional services, In: Australian & New Zealand Academy of Management Conference (ANZAM), Australia.
Heirati N, O'Cass A, Siahtiri V, Lee T. (2014) Examining the contingent effect of market orientation and knowledge specificity on co-design and co-production of B2B professional service firms. In: Australian & New Zealand Marketing Academy Conference (ANZMAC), Brisbane (Australia).
O'Cass A, Heirati N, Schoefer K. (2014) When do customer participation and supplier collaboration help B2B service firms offer superior performance value and relational value. In: Global Marketing Conference (GMC), Singapore.
O'Cass A, Heirati N. (2014) Do market knowledge development and external network ties matter for new product market success via exploratory and exploitative marketing capabilities?. In: Global Marketing Conference (GMC), Singapore.
Siahtiri V, O'Cass A, Heirati N. (2014) Do the interactive effects of innovation in service experience, high levels of knowledge and engagement of customers lead to profitability in professional service firms?. In: Global Innovation and Knowledge Academy (GIKA) Conference, Valencia (Spain).
Heirati N, O’Cass A. (2013) Managing the balance and combination between exploratory and exploitative innovation capabilities in achieving new product success, In: British Academy of Management (BAM) Conference 2013, Liverpool (UK).
Heirati N, O’Cass A. (2013) New product success via exploration and exploitation across multiple levels and functional areas, In: European Marketing Academy Conference (EMAC), 2013, Turkey.